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Wrigley Opens Review for Hispanic Advertising Duties
June 27, 2006
By Mariana Lemann
Wm. Wrigley Jr. Co., the Chicago-based maker of gum and confectionery products, has placed its Hispanic advertising account into review, sources close to the process said.
Requests for proposals were sent out last week by the company's procurement department to an undetermined number of ad agencies. Incumbent Leo Burnett's Chicago-based Lápiz would not comment on whether or not it will defend the account, which has been on the shop's client roster since 2001. According to the RFP, a decision is expected in early September. The review includes all U.S. Hispanic planning for the core gum business (Orbit, Winterfresh, Big Red, DoubleMint, Juicy Fruit, Eclilpse, Freedent, Orbit White, Extra, Hubba Bubba) and non-core brands (Altoids, Lifesavers, Cremesavers).
A Wrigley's executive reached by Marketing y Medios offered no comment on the review.
According to TNS Media Intelligence, Wrigley spent $6.2 million on Spanish-language media in 2005, and $2.9 million from January to April 2006. Wrigley has global sales in excess of $4 billion.
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